Year: 2025
Type: article
Study design: Observational Study
Abstract: This study explored how students, faculty, and staff perceive AI-generated advertising in an allied health school in General Santos City and how these perceptions affect their willingness to accept and purchase. A quantitative, descriptive-correlational design was employed with 240 randomly selected participants across various roles and genders. Results from this study showed that perceived value positively influenced willingness to accept and purchase, while perceived eeriness negatively impacted acceptance. Perceived intelligence, however, had no significant effect on willingness to purchase or accept. These findings provide valuable insights for digital marketers and academic institutions on tailoring AI-driven campaigns to foster trust and receptivity among digitally literate consumers.
Institution: Mindanao State University – General Santos
Language: English
Topic: AI in Service Interactions
Subfield: Artificial Intelligence
Field: Computer Science
Domain: Physical Sciences
Open Access status: hybrid
OpenAlex ID: W4412968368